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Understanding Remarketing for e-Commerce Websites: Three Tactics

Irrespective of industry, history on the market or sales figures, we’ve all seen it happen: your marketing strategy will work one day, or month, or year – or even for years on end. Then, as trends, attitudes and technologies change, you will start to notice that what was once a foolproof solution is now hitting amiss. Of course, the obvious solution to this is remarketing. In the world of digital marketing, this translates into an effort to get casual visitors to turn into sales leads, and then into purchases. Now, if this all sounds easier said and done, it’s because remarketing can often be a risky endeavor. Here are three essential tips that might ensure the success of your efforts to alter your market presence for the better.

Dynamic product feeds

According to recent statistics, the vast majority of people who spend time on e-commerce websites never actually end up making a purchase. If you’ve been taking a good close look at your metrics, you have probably already noticed that there are visitors who will return to your site time and again, browsing products, even adding them into their shopping cart, but never actually taking action to convert their intentions into a sale for you. There are plenty of ways to re-engage with such users: for one thing, you can target them through the product feed, by making sure it contains products they had checked out before, but never actually completed the purchase of. This tactic is called a dynamic product feed and is currently being employed by many major e-stores.

Cross-selling to return customers

This solution is based on the cookies you have placed on the machine of a client who has already made a purchase. Essentially, when they return to your website, you can set up their product feed to contain similar products to the ones they have previously purchased, or complementary items, which are connected to their initial buys. Bear in mind that this strategy is time-sensitive, in that it is based on a window of opportunity that you have with each client, after they have made the purchase. Identifying what the best time is to remarket for them takes a fair dose of trial and error and can only be completed by probing around to see what works best, both for you and for your clients. Most importantly, you don’t want them to feel cajoled or badgered into making a second purchase.

Segment your remarketing campaigns

Segmenting according to different sections of your audience is actually really easy to do, via Google AdWords. All you need to do is check out your Audiences tab in AdWords and find out what products your loyal customers checked out, how far along into the process they got and then create lists accordingly. Sites that use a subscription-based selling system should also take this into account: clients who have already subscribed and re-subscribed should also not be targeted by such remarketing efforts. At this point, you can experiment with different tactics, such as offering visitors free trial version of a subscription-based product, for instance.

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